HEALTH, FOOD SAFETY AND MEAT DEMAND

For nearly two decades, the U.S. beef industry has faced a long term structural change, which has resulted in consumers shifting from beef to chicken. This shift has occurred due to consumer concerns on cholesterol consumption. More recently, this industry has confronted new challenges on the safety of beef, due to the potential presence of biological contaminants. This study incorporates a measure on food safety with a measure on health information in a meat demand system. Beef safety information is found to have a modest impact on beef demand, but is dominated by health information.